People are using different devices, video durations, and channels to stream content, and they come to YouTube to see it all.
Almost equally as many Gen Z viewers watch long-form as short-form video content. And according to a poll of Gen Z customers, 59% of the videos they see on short-form video apps are watched in their entirety. Marketers have the chance to change their ad strategy and content to reflect these changing consumer behaviour.
With 1.5 billion monthly logged-in users and over 30 billion daily views, YouTube Shorts is a completely mobile and vertical experience. Marketers may interact directly with the Shorts environment and achieve greater results by integrating vertical video assets to Video action, App, and Performance Max campaigns, which scale to Shorts automatically. In fact, we discovered that advertisers achieved 10–20% more conversions per dollar on YouTube Shorts with vertical creative assets added to their Video action ads than with campaigns that employed only landscape assets.
Consider MercadoLibre, which houses Latin America's biggest online platform for payments and commerce. When compared to landscape video advertising in the same campaign in August 2022, their vertical video assets generated 12% higher click-through rates and 9% higher view-through rates on mobile devices.
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